ABSTRACT
This chapter considers that a secure and stable brand spreads its weight across all three time zones. The balance may be, at any given time, or on any given occasion, balanced significantly towards just one, or two of the three, but in total encompassing all three aspects. The identity of the audience is often trodden on by the insensitive strategy in a hurry. Timing is a major feature for identity as much as it is for a business strategy. Most identities might appear to be more interested in their own vanity than their customers. Strategic sponsorship of futurist events or other research charity–an investment in the future–may do wonders for a confectionery product whose identity is otherwise perceptually stuck in the 1930s. In the case of a service-based product it may be a shallow or false ideal of partnership, or business dressed as friendship, such as the word 'society' within a mortgage company's name.
